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Which clippings match 'TIVO' keyword pg.1 of 1
20 NOVEMBER 2009

Product placement: personal video recorders degrading impact of conventional advertising

"Advertising has undergone many changes over the last century, moving from printed messages extolling the virtues of a product, to radio broadcasts that took the consumer's point of view into account, and on toward mass media appeals based on the television's ability to deliver a multidimensional message in a mere 30 seconds. The advent of the 'TiVo–style' personal video recorder (PVR) has degraded the impact of conventional advertising, as these PVR's allow viewers to 'zap' commercials. This has made advertisers look for other methods of putting their message before the eyes of the consumers of video media."

(Michael Bovard & Jeffrey Murray, 2005)

RIT Digital Media Library: Item 1850/5333

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TAGS

2005advertisingbrand awarenessbrand recognitionbrandingCoca-Cola • Coke • commercialcommercialsconsumer behaviourconsumerism • embedded marketing • enterprisefilminnovation • marketing communications • mass media • multidimensional message • old media • personal video recorder • persuasionprintproductproduct endorsementproduct placementpromotion • PVR • radioremote control • RIT Digital Media Library • Rochester Institute of TechnologyshoppingsponsorshiptelevisionTIVOvideo mediazapper

CONTRIBUTOR

Simon Perkins
07 JUNE 2009

Prometeus: the future of the convergence inclination?

"Man is God. He is everywhere, he is anybody, he knows everything. This is the Prometeus new world. All started with the Media Revolution, with Internet, at the end of the last century. Everything related to the old media vanished: Gutenberg, the copyright, the radio, the television, the publicity. The old world reacts: more restrictions for the copyright, new laws against non authorized copies. Napster, the music peer to peer company is sued. At the same time, free internet radio appears; TIVO, the internet television, allows to avoid publicity; the Wall Street Journal goes on line; Google launches Google news. Millions of people read daily the biggest on line newspaper. Ohmynews written by thousands of journalists; Flickr becomes the biggest repository in the history of photos, YouTube for movies. The power of the masses. A new figure emerges: the prosumer, a producer and a consumer of information. Anyone can be a prosumer. The news channels become available on Internet. The blogs become more influential than the old media. The newspapers are released for free. Wikipedia is the most complete encyclopedia ever. In 2007 Life magazine closes. The NYT sells its television and declares that the future is digital. BBC follows. In the main cities of the world people are connected for free. At the corners of the streets totems print pages from blogs and digital magazines. The virtual worlds are common places on the Internet for millions of people. A person can have multiple on line identities. Second Life launches the vocal avatar. The old media fight back. A tax is added on any screen; newspapers, radios and televisions are financed by the State; illegal download from the web is punished with years of jail. Around 2011 the tipping point is reached: the publicity investments are done on the Net. The electronic paper is a mass product: anyone can read anything on plastic paper. In 2015 newspapers and broadcasting television disappear, digital terrestrial is abandoned, the radio goes on the Internet. The media arena is less and less populated. Only the Tyrannosaurus Rex survives. The Net includes and unifies all the content. Google buys Microsoft. Amazon buys Yahoo! and become the world universal content leaders with BBC, CNN and CCTV. The concept of static information – books, articles, images – changes and is transformed into knowledge flow. The publicity is chosen by the content creators, by the authors and becomes information, comparison, experience. In 2020 Lawrence Lessig, the author of 'Free Culture', is the new US Secretary of Justice and declares the copyright illegal. Devices that replicate the five senses are available in the virtual worlds. The reality could be replicated in Second Life. Any one has an Agav (agent–avatar) that finds information, people, places in the virtual worlds. In 2022 Google launches Prometeus, the Agav standard interface. Amazon creates Place, a company that replicates reality. You can be on Mars, at the battle of Waterloo, at the Super Bowl as a person. It's real. In 2027 Second Life evolves into Spirit. People become who they want. And share the memory. The experiences. The feelings. Memory selling becomes a normal trading. In 2050 Prometeus buys Place and Spirit. Virtual life is the biggest market on the planet. Prometeus finances all the space missions to find new worlds for its customers: the terrestrial avatar. Experience is the new reality."
(Casaleggio Associati)

[Despite the clear problems with such techno–utopian predictions this clip highlights the significance of our current convergence inclination.]

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CONTRIBUTOR

Simon Perkins
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